Mumbai: 80% of men make footwear purchase decisions based on the influence of the women that accompanied them. This was the insight that led RUOSH to launch a specialized lifestyle brand for women called Uvanera that has started retailing in all RUOSH exclusive business outlets from this month.
Famous Innovations has bagged the mandate for the brand including all communication strategy and creative.
Mohini Binepal, Co-Founder & Head-Retail, RUOSH & UVANERA, said, “Uvanera is targeted at a lady who is active both professionally and personally. As women make progress in terms of equal participation in private and public communities, the last thing she needs is to be restricted by fashion that makes her choose between the beautiful and the comfortable. We believe that anything stylish, should also be comfortable and Team Famous has been able to articulate that thought perfectly.”
Snigdha Singh, Head Brand Communication, RUOSH & UVANERA, added, “Women have sacrificed comfort for style for way too long. With Uvanera, our aim is to offer the ladies a solution where the product styles are elegant and sophisticated and comfort is a given. No more choice making, no more adjusting. We are excited by the way Famous has envisioned Uvanera’s brand point of view and personality. We want to partner with the women as they go about their life, breaking barriers and accomplishing something new everyday.”
G V Krishnan, CEO – South, Famous Innovations, commented, “With RUOSH we have been able to create a desire for shoes among men, but interestingly found that it was women who were key influencers in any man’s purchase of shoes. It glared at us like a gaping hole that she would play such a large part in his decision but would leave the store empty handed herself. With the versatile collection under Uvanera, we look forward to winning a place in her heart.”
Famous Innovations is a two-time winner of South Asia Independent Agency of the Year. It was also listed among the World’s Top 14 Independent Agencies by The Network One. The agency’s list of clients includes Raymond, Titan, CaratLane, Lakme, Nestle, Snapdeal, Times Television Network, Mahindra, Myntra, D Décor, etc.